{"id":"https://openalex.org/W2067205908","doi":"https://doi.org/10.4018/ijom.2014010104","title":"A Study of Online Co-Creation Strategies of Starbucks Using Netnography","display_name":"A Study of Online Co-Creation Strategies of Starbucks Using Netnography","publication_year":2014,"publication_date":"2014-01-01","ids":{"openalex":"https://openalex.org/W2067205908","doi":"https://doi.org/10.4018/ijom.2014010104","mag":"2067205908"},"language":"en","primary_location":{"id":"doi:10.4018/ijom.2014010104","is_oa":false,"landing_page_url":"https://doi.org/10.4018/ijom.2014010104","pdf_url":null,"source":{"id":"https://openalex.org/S4210211185","display_name":"International Journal of Online Marketing","issn_l":"2156-1745","issn":["2156-1745","2156-1753"],"is_oa":false,"is_in_doaj":false,"is_core":true,"host_organization":"https://openalex.org/P4310320424","host_organization_name":"IGI Global","host_organization_lineage":["https://openalex.org/P4310320424"],"host_organization_lineage_names":["IGI Global"],"type":"journal"},"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"International Journal of Online Marketing","raw_type":"journal-article"},"type":"article","indexed_in":["crossref"],"open_access":{"is_oa":false,"oa_status":"closed","oa_url":null,"any_repository_has_fulltext":false},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5064516147","display_name":"Preetika Sindhwani","orcid":null},"institutions":[{"id":"https://openalex.org/I154970844","display_name":"Jaypee Institute of Information Technology","ror":"https://ror.org/05sttyy11","country_code":"IN","type":"education","lineage":["https://openalex.org/I154970844"]}],"countries":["IN"],"is_corresponding":true,"raw_author_name":"Preetika Sindhwani","raw_affiliation_strings":["Jaypee Business School, Jaypee Institute of Information Technology, Uttar Pradesh, Noida, India"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Jaypee Business School, Jaypee Institute of Information Technology, Uttar Pradesh, Noida, India","institution_ids":["https://openalex.org/I154970844"]}]},{"author_position":"last","author":{"id":"https://openalex.org/A5028228110","display_name":"Vandana Ahuja","orcid":"https://orcid.org/0000-0002-4512-7203"},"institutions":[{"id":"https://openalex.org/I154970844","display_name":"Jaypee Institute of Information Technology","ror":"https://ror.org/05sttyy11","country_code":"IN","type":"education","lineage":["https://openalex.org/I154970844"]}],"countries":["IN"],"is_corresponding":false,"raw_author_name":"Vandana Ahuja","raw_affiliation_strings":["Jaypee Business School, Jaypee Institute of Information Technology, Uttar Pradesh, Noida, India"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Jaypee Business School, Jaypee Institute of Information Technology, Uttar Pradesh, Noida, India","institution_ids":["https://openalex.org/I154970844"]}]}],"institutions":[],"countries_distinct_count":1,"institutions_distinct_count":2,"corresponding_author_ids":["https://openalex.org/A5064516147"],"corresponding_institution_ids":["https://openalex.org/I154970844"],"apc_list":null,"apc_paid":null,"fwci":1.0517,"has_fulltext":false,"cited_by_count":10,"citation_normalized_percentile":{"value":0.86048208,"is_in_top_1_percent":false,"is_in_top_10_percent":false},"cited_by_percentile_year":{"min":90,"max":97},"biblio":{"volume":"4","issue":"1","first_page":"39","last_page":"51"},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T10609","display_name":"Digital Marketing and Social Media","score":0.9998000264167786,"subfield":{"id":"https://openalex.org/subfields/3312","display_name":"Sociology and Political Science"},"field":{"id":"https://openalex.org/fields/33","display_name":"Social Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},"topics":[{"id":"https://openalex.org/T10609","display_name":"Digital Marketing and Social Media","score":0.9998000264167786,"subfield":{"id":"https://openalex.org/subfields/3312","display_name":"Sociology and Political Science"},"field":{"id":"https://openalex.org/fields/33","display_name":"Social Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T11114","display_name":"Service and Product Innovation","score":0.9976999759674072,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T10145","display_name":"Consumer Behavior in Brand Consumption and Identification","score":0.9959999918937683,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/netnography","display_name":"Netnography","score":0.9211616516113281},{"id":"https://openalex.org/keywords/co-creation","display_name":"Co-creation","score":0.7113946676254272},{"id":"https://openalex.org/keywords/business","display_name":"Business","score":0.5800347328186035},{"id":"https://openalex.org/keywords/product","display_name":"Product (mathematics)","score":0.5276013016700745},{"id":"https://openalex.org/keywords/promotion","display_name":"Promotion (chess)","score":0.5202318429946899},{"id":"https://openalex.org/keywords/marketing","display_name":"Marketing","score":0.4956001043319702},{"id":"https://openalex.org/keywords/space","display_name":"Space (punctuation)","score":0.48682135343551636},{"id":"https://openalex.org/keywords/exploratory-research","display_name":"Exploratory research","score":0.4727902114391327},{"id":"https://openalex.org/keywords/value","display_name":"Value (mathematics)","score":0.46867379546165466},{"id":"https://openalex.org/keywords/advertising","display_name":"Advertising","score":0.4548703730106354},{"id":"https://openalex.org/keywords/virtual-community","display_name":"Virtual community","score":0.4526592791080475},{"id":"https://openalex.org/keywords/social-media","display_name":"Social media","score":0.448140412569046},{"id":"https://openalex.org/keywords/virtual-space","display_name":"Virtual space","score":0.44750839471817017},{"id":"https://openalex.org/keywords/service","display_name":"Service (business)","score":0.41040709614753723},{"id":"https://openalex.org/keywords/sociology","display_name":"Sociology","score":0.22093543410301208},{"id":"https://openalex.org/keywords/computer-science","display_name":"Computer science","score":0.170750230550766},{"id":"https://openalex.org/keywords/the-internet","display_name":"The Internet","score":0.15464982390403748},{"id":"https://openalex.org/keywords/world-wide-web","display_name":"World Wide Web","score":0.1291157305240631}],"concepts":[{"id":"https://openalex.org/C153206804","wikidata":"https://www.wikidata.org/wiki/Q3083754","display_name":"Netnography","level":3,"score":0.9211616516113281},{"id":"https://openalex.org/C2781155252","wikidata":"https://www.wikidata.org/wiki/Q2270945","display_name":"Co-creation","level":2,"score":0.7113946676254272},{"id":"https://openalex.org/C144133560","wikidata":"https://www.wikidata.org/wiki/Q4830453","display_name":"Business","level":0,"score":0.5800347328186035},{"id":"https://openalex.org/C90673727","wikidata":"https://www.wikidata.org/wiki/Q901718","display_name":"Product (mathematics)","level":2,"score":0.5276013016700745},{"id":"https://openalex.org/C98147612","wikidata":"https://www.wikidata.org/wiki/Q215599","display_name":"Promotion (chess)","level":3,"score":0.5202318429946899},{"id":"https://openalex.org/C162853370","wikidata":"https://www.wikidata.org/wiki/Q39809","display_name":"Marketing","level":1,"score":0.4956001043319702},{"id":"https://openalex.org/C2778572836","wikidata":"https://www.wikidata.org/wiki/Q380933","display_name":"Space (punctuation)","level":2,"score":0.48682135343551636},{"id":"https://openalex.org/C85973986","wikidata":"https://www.wikidata.org/wiki/Q1091731","display_name":"Exploratory research","level":2,"score":0.4727902114391327},{"id":"https://openalex.org/C2776291640","wikidata":"https://www.wikidata.org/wiki/Q2912517","display_name":"Value (mathematics)","level":2,"score":0.46867379546165466},{"id":"https://openalex.org/C112698675","wikidata":"https://www.wikidata.org/wiki/Q37038","display_name":"Advertising","level":1,"score":0.4548703730106354},{"id":"https://openalex.org/C2777756574","wikidata":"https://www.wikidata.org/wiki/Q210980","display_name":"Virtual community","level":3,"score":0.4526592791080475},{"id":"https://openalex.org/C518677369","wikidata":"https://www.wikidata.org/wiki/Q202833","display_name":"Social media","level":2,"score":0.448140412569046},{"id":"https://openalex.org/C2985021205","wikidata":"https://www.wikidata.org/wiki/Q170519","display_name":"Virtual space","level":2,"score":0.44750839471817017},{"id":"https://openalex.org/C2780378061","wikidata":"https://www.wikidata.org/wiki/Q25351891","display_name":"Service (business)","level":2,"score":0.41040709614753723},{"id":"https://openalex.org/C144024400","wikidata":"https://www.wikidata.org/wiki/Q21201","display_name":"Sociology","level":0,"score":0.22093543410301208},{"id":"https://openalex.org/C41008148","wikidata":"https://www.wikidata.org/wiki/Q21198","display_name":"Computer science","level":0,"score":0.170750230550766},{"id":"https://openalex.org/C110875604","wikidata":"https://www.wikidata.org/wiki/Q75","display_name":"The Internet","level":2,"score":0.15464982390403748},{"id":"https://openalex.org/C136764020","wikidata":"https://www.wikidata.org/wiki/Q466","display_name":"World Wide Web","level":1,"score":0.1291157305240631},{"id":"https://openalex.org/C2524010","wikidata":"https://www.wikidata.org/wiki/Q8087","display_name":"Geometry","level":1,"score":0.0},{"id":"https://openalex.org/C154945302","wikidata":"https://www.wikidata.org/wiki/Q11660","display_name":"Artificial intelligence","level":1,"score":0.0},{"id":"https://openalex.org/C119857082","wikidata":"https://www.wikidata.org/wiki/Q2539","display_name":"Machine learning","level":1,"score":0.0},{"id":"https://openalex.org/C19165224","wikidata":"https://www.wikidata.org/wiki/Q23404","display_name":"Anthropology","level":1,"score":0.0},{"id":"https://openalex.org/C33923547","wikidata":"https://www.wikidata.org/wiki/Q395","display_name":"Mathematics","level":0,"score":0.0},{"id":"https://openalex.org/C111919701","wikidata":"https://www.wikidata.org/wiki/Q9135","display_name":"Operating system","level":1,"score":0.0},{"id":"https://openalex.org/C94625758","wikidata":"https://www.wikidata.org/wiki/Q7163","display_name":"Politics","level":2,"score":0.0},{"id":"https://openalex.org/C199539241","wikidata":"https://www.wikidata.org/wiki/Q7748","display_name":"Law","level":1,"score":0.0},{"id":"https://openalex.org/C17744445","wikidata":"https://www.wikidata.org/wiki/Q36442","display_name":"Political science","level":0,"score":0.0}],"mesh":[],"locations_count":2,"locations":[{"id":"doi:10.4018/ijom.2014010104","is_oa":false,"landing_page_url":"https://doi.org/10.4018/ijom.2014010104","pdf_url":null,"source":{"id":"https://openalex.org/S4210211185","display_name":"International Journal of Online Marketing","issn_l":"2156-1745","issn":["2156-1745","2156-1753"],"is_oa":false,"is_in_doaj":false,"is_core":true,"host_organization":"https://openalex.org/P4310320424","host_organization_name":"IGI Global","host_organization_lineage":["https://openalex.org/P4310320424"],"host_organization_lineage_names":["IGI Global"],"type":"journal"},"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"International Journal of Online Marketing","raw_type":"journal-article"},{"id":"pmh:oai:RePEc:igg:jom000:v:4:y:2014:i:1:p:39-51","is_oa":false,"landing_page_url":"https://services.igi-global.com/resolvedoi/resolve.aspx?doi=10.4018/ijom.2014010104","pdf_url":null,"source":{"id":"https://openalex.org/S4306401271","display_name":"RePEc: Research Papers in Economics","issn_l":null,"issn":null,"is_oa":false,"is_in_doaj":false,"is_core":false,"host_organization":"https://openalex.org/I77793887","host_organization_name":"Federal Reserve Bank of St. Louis","host_organization_lineage":["https://openalex.org/I77793887"],"host_organization_lineage_names":[],"type":"repository"},"license":null,"license_id":null,"version":"submittedVersion","is_accepted":false,"is_published":false,"raw_source_name":null,"raw_type":"article"}],"best_oa_location":null,"sustainable_development_goals":[],"awards":[],"funders":[],"has_content":{"grobid_xml":false,"pdf":false},"content_urls":null,"referenced_works_count":20,"referenced_works":["https://openalex.org/W136520077","https://openalex.org/W581099550","https://openalex.org/W1576387096","https://openalex.org/W1923344959","https://openalex.org/W1987525872","https://openalex.org/W1988558440","https://openalex.org/W1994143423","https://openalex.org/W2047031485","https://openalex.org/W2051798025","https://openalex.org/W2051861101","https://openalex.org/W2053715535","https://openalex.org/W2067710020","https://openalex.org/W2075284967","https://openalex.org/W2095026705","https://openalex.org/W2104719746","https://openalex.org/W2121266506","https://openalex.org/W2148554374","https://openalex.org/W2157897716","https://openalex.org/W2613295488","https://openalex.org/W3121527185"],"related_works":["https://openalex.org/W3022749156","https://openalex.org/W4214669783","https://openalex.org/W2067205908","https://openalex.org/W2599582659","https://openalex.org/W3125693434","https://openalex.org/W3177159939","https://openalex.org/W2025186853","https://openalex.org/W3009043191","https://openalex.org/W3021502368","https://openalex.org/W2095208580"],"abstract_inverted_index":{"Inbound":[0],"marketing":[1,33],"focuses":[2],"on":[3,169],"producing":[4],"relevant,":[5],"audience":[6],"captivating,":[7],"high":[8],"quality":[9],"content":[10],"that":[11,151,221],"attracts":[12],"consumers":[13,205,242,274,292],"towards":[14],"the":[15,31,45,50,54,68,91,98,102,105,132,144,154,158,173,211,219,234,254,266,276,291,294,301],"online":[16,32,69,174],"presence":[17],"of":[18,47,94,104,119,160,233,236,238,245,257,268,270,278,288,290,304],"a":[19,39,58],"specific":[20],"organization,":[21],"brand":[22],"or":[23,116],"product.":[24],"This":[25,163],"study":[26,46],"has":[27],"been":[28,215],"conducted":[29],"using":[30],"research":[34,168],"technique":[35],"called":[36],"netnography":[37],"\u2013":[38],"qualitative":[40],"and":[41,122,127,183,187,194,210,243,275],"interpretive":[42],"methodology":[43],"for":[44,61,71,75],"users":[48],"in":[49,90,101,131,172,218,231],"virtual":[51,55],"space.":[52],"As":[53],"medium":[56,60],"presents":[57],"good":[59],"organization-consumer,":[62],"bi-directional":[63],"dialogue,":[64],"companies":[65],"can":[66,110,123],"use":[67],"arena":[70],"soliciting":[72],"consumer":[73,88,258],"views":[74],"their":[76,188],"products,":[77],"promotion":[78],"mechanisms":[79],"etc.,":[80],"hence,":[81],"making":[82],"these":[83],"ideal":[84],"tools":[85],"to":[86,181,192,206],"enable":[87],"participation":[89,100,289],"co-creation":[92],"strategies":[93],"organizations.":[95],"Co-creation":[96,141],"involves":[97,253],"consumers'":[99,170],"creation":[103],"core":[106],"offering":[107],"itself.":[108],"It":[109],"occur":[111,124],"through":[112,147,208],"shared":[113,117],"inventiveness,":[114],"co-design":[115],"production":[118],"related":[120],"goods,":[121],"with":[125,179,190],"customers":[126],"any":[128],"other":[129,204],"partners":[130],"value":[133],"network":[134],"(R.":[135],"Bolton,":[136],"&":[137],"S.":[138],"Saxena-Iyer,":[139],"2009).":[140],"occurs":[142],"when":[143],"customer":[145],"participates":[146],"spontaneous,":[148],"discretionary":[149],"behaviors":[150],"uniquely":[152],"customize":[153],"service":[155],"experience":[156],"(beyond":[157],"selection":[159],"pre-determined":[161],"options).":[162],"was":[164,229],"done":[165],"by":[166,203,224,241,248,263,273,281,300],"exploratory":[167],"behavior":[171,189,228,259],"community":[175],"\u201cMy":[176,250],"Starbucks":[177,186,207,227,251,264,282],"Idea\u201d,":[178],"respect":[180,191],"updates":[182],"responses":[184],"from":[185,196],"feedback":[193],"suggestions":[195],"consumers.":[197],"Ideas":[198],"include":[199],"fresh":[200],"ideas":[201,212,246,279],"given":[202],"posts":[209,240,272,305],"which":[213,260],"have":[214],"implemented":[216],"recently":[217],"stores":[220],"are":[222,261],"updated":[223],"Starbucks'":[225],"employees.":[226],"seen":[230],"terms":[232],"ratio":[235,267],"volume":[237,244,269,277,303],"suggestion":[239,271],"adopted":[247,280],"Starbucks.":[249],"Idea\u201d":[252],"psychological":[255],"aspects":[256],"utilized":[262],"because":[265],"is":[283,293,298],"remarkably":[284],"high.":[285],"Another":[286],"reason":[287],"social":[295],"connection;":[296],"it":[297],"supported":[299],"higher":[302],"observed.":[306]},"counts_by_year":[{"year":2023,"cited_by_count":1},{"year":2022,"cited_by_count":4},{"year":2021,"cited_by_count":2},{"year":2018,"cited_by_count":2},{"year":2017,"cited_by_count":1}],"updated_date":"2026-05-21T06:26:12.895304","created_date":"2025-10-10T00:00:00"}